FRUTAS BORJA

Frutas Borja

Frutas Borja is a Spanish family company dedicated to the cultivation of berries and red fruits (strawberries, raspberries and cranberries). It was founded in the 70’s and is characterised by a high standard of the quality of their harvest and selection of products. Their objective: to guarantee the best fruit.

The challenge:

The company needs to modernise its brand, in such a way that its image is updated without losing the family essence and tradition that characterise it.

A new corporate identity that, while appealing to traditional values with an almost modernist typography, communicates in a fresh and current manner with striking visuals and a motivating baseline.

On one hand:

● A brand with a strong personality, which is supported by typography with a modernist touch to transmit craftsmanship and savoir-faire.

● The tagline “Pequeños grandes placers” (Little big pleasures) plays with the dichotomy of the small size of the berries and their delicious flavour.

● This is reinforced by a contradictory visual: enormous fruits cultivated by the people of Lilliput, showing the promise of flavour while affirming the tradition and careful human work.

On the other hand:

● Through the whole graphical design, we tell the story of the Borja family, personifying and highlighting the importance of the moment of harvest in the fields, thereby creating an emotional connection with the consumer.

● A self-explanatory pack design with the fruit as absolute protagonists. We highlight the superiority of the product playing with its size.

● All of this is shown through watercolours which reinforce the traditional and natural character of the brand.